Leadership message helps Sharks to bite back: Change‐management experts work at Rugby Union club Available to Purchase

This paper aims to examine how change‐management specialist SFL is improving the performance, on and off the pitch, of English Rugby Union club Sale Sharks.

Details the leadership message that is helping to achieve success for the team, supporters, sponsors, the community and shareholders.

Stresses the importance of sticking together, having courage and integrity, fostering a winning mentality, and combining humility and high performance.

Highlights the links between success on and off the field.

Describes how change‐management and leadership principles are being applied in a sporting context.